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Maria was raised as a Catholic, but she has not been attending church regularly since
she moved out of her parents' home into her own apartment. However, when she does
attend mass, she remembers the sequence of events and what she must do (e.g., sit,
kneel, stand, which prayer to say, etc.). Her memory of how an action sequence should
occur is known as a(n) _____.
A. directive
B. episode
C. concept
D. operant
E. script
According to the Census Bureau, all the people who occupy a housing unit is defined as
a _____.
A. buying unit
B. blended family
C. family household
D. household
E. traditional family
The product, price, communications, distribution, and services provided to the target
market is referred to as the _____.
A. need set
B. marketing mix
C. marketing set
D. decision set
E. value proposition
Some people are known as 'super tasters" because they have a higher concentration of
taste buds compared to normal people. As a result, they tend to dislike the taste of
broccoli because they claim it is too bitter. What type of trait is this?
A. affective
B. cognitive
C. psychological
D. physiological
E. mental
Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes
the taste but also is really negative about the brand because it has high calories.
A. relative attitude
B. lack of ability
C. ambivalent attitude
D. interpersonal influence
E. all of the above
In experiments, the power of groups to influence an individual to agree with the
incorrect judgment of the others is known as the _____.
A. group effect
B. Asch phenomenon
C. Skinner effect
D. Pavlov phenomenon
E. follower effect
A market research study asked consumers to rate themselves with respect to several
adjectives, such as happy, cheerful, peaceful, sad, blue, and depressed. What is this
research trying to assess?
A. noncontextual effects
B. traits
C. temporal effects
D. social surroundings
E. mood
Ringtones, mobile games, and text-in contests are various types of promotional efforts
regarding which controversial marketing activity aimed at children?
A. violent entertainment products
B. kids' clubs
C. mobile marketing
D. commercialization of schools
E. Internet marketing
Rod purchased a Porsche to satisfy himself, not to impress others. He sees this car as a
reward for his hard work. To which segment of Porsche owners does Rod belong?
A. Top Guns
B. Elitists
C. Proud Patrons
D. Bon Vivants
E. Fantasists
Chrysler sponsored Patti LaBelle's "The Gospel According to Patti" concert tour in
2006 in which Chrysler offered test drives before each concert and donated $5 for each
test drive to Ms. LaBelle's chosen charity. This marketer is using _____ to reach this
market.
A. Place-based marketing
B. Event marketing
C. Targeted marketing
D. Street marketing
E. Zoned marketing
Which type of appeal attempts to build a personality for the product or create an image
of the product user?
A. humorous appeal
B. utilitarian appeal
C. value-expressive appeal
D. hedonic appeal
E. emotional appeal
Most Asian Americans come from home cultures influenced by _____, which
emphasizes subordination of the son to the father, the younger to the elder, and the wife
to the husband.
A. traditionalism
B. Judaism
C. Protestant Ethics
D. Confucianism
E. Islam
_____ are based on performance criteria over which the individual has some degree of
control.
A. Traditional roles
B. Achievement roles
C. Ascribed roles
D. Gender roles
E. Selective roles
Brands in the schematic memory that come to mind (are recalled) for a specific problem
or situation are known as the _____.
A. preferred set
B. evoked set
C. priority set
D. accessible set
E. primary set
Approximately what percent of American adults is functionally illiterate?
A. 20%
B. 43%
C. 5%
D. 10%
E. 30%
Which type of nominal decision is characterized by a fairly high degree of product
involvement but a low degree of purchase involvement?
A. routine decision
B. inexpensive decision
C. primary decision
D. brand loyal decision
E. low visibility decision
